Can we trust a Digital Human? Experimental Studies of Deep Learning Performance and Digital Character
- 주제(키워드) Avatar , Digital Human , Deep Learning Performance , Uncanny Valley , Trust
- 주제(DDC) 658
- 발행기관 아주대학교
- 지도교수 강주영
- 발행년도 2023
- 학위수여년월 2023. 8
- 학위명 박사
- 학과 및 전공 일반대학원 비즈니스애널리틱스학과
- 실제URI http://www.dcollection.net/handler/ajou/000000033071
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
AI-Powered digital characters, such as avatars and digital humans, are expanding their scope of application to various fields. However, research on the key factors influencing consumer attitude is insufficient. This study focused on DL (Deep Learning) performance as a critical factor that can change consumer attitudes in AI Agent and conducted two studies through the experimental methodology. Study 1 confirmed the effect of DL Performance factors on trust and the underlying mechanism. In Study 2, Digital Character Type (Avatar, Digital Human) and DL Performance (Low, Mid, High) confirmed the interaction effect on consumers' trust. This study will expand academic understanding of HAI (Human-AI Interaction) and anthropomorphism by discovering the DL performance factor as a new factor that causes customers attitudes in AI Agent. The results will guide business practitioners in developing AI services.
more목차
I. Introduction 1
1.1. Overview 1
1.2. Overall Scope of the Dissertation 3
1.3. Theoretical Foundation 4
II. Study 1: A Study on the influencing factors of Deep Learning Performance on Trust in recommendation system 7
2.1. Introduction 7
2.2. Theoretical Background 8
2.2.1. DL(Deep Learning) & Recommendation system 8
2.2.2. AI Anxiety 11
2.2.3. Trust 14
2.3. Research Model and Hypotheses Development 15
2.4. Research Methodology 17
2.4.1. Experiments Design 17
2.4.2. Participants and procedure 19
2.5. Results 21
2.5.1. Manipulation Check 21
2.5.2. Validity and reliability analysis 22
2.5.3. Control variabless 23
2.5.4. ANCOVA and process model 24
2.6. Discussion 25
2.7. Implications 26
2.7.1. Theoretical Implications 26
2.7.2. Practical Implications 27
2.8. Limitation and Future research 27
III. Study 2: Interaction Effects of Deep Learning Performance and Digital Character Type 28
3.1. Introduction 28
3.2. Theoretical Background 29
3.2.1. The uncanny valley theory and digital characters 29
3.2.2. Avatar & Digital Human 30
3.3. Research Model and Hypotheses Development 35
3.4. Research Methodology 36
3.4.1. Experiments Design 36
3.4.2. Participants and procedure 38
3.5. Results 40
3.5.1. Manipulation Check 40
3.5.2. Descriptive Statistics 41
3.5.3. Control Variables 42
3.5.4. ANCOVA and process model 42
3.6. Discussion 44
3.7. Implications 46
3.7.1. Theoretical Implications 46
3.7.2. Practical Implications 47
3.8. Limitations and Future Research 47
References 49
